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Home > Blogs > Uncorked > Archives > 2007 > January > 24
Wednesday, January 24, 2007
New wine marketing scheme tough to swallow
I’ve got to admit, I don’t know what to make of this story in BrandWeek entitled “Design: Old Wine, New Bottles: Who Will Swallow It?”
Would you swallow this?
Next month, a New York company that calls itself “The Amazing Food Wine Co.” will launch “Wine That Loves,” a new wine brand that claims it “takes the guesswork out of pairing wine with food,” according to BrandWeek. That’s because the front labels will say things like “Wine That Loves Pizza” or “Wine That Loves Roasted Chicken,” etc.
The wines’ back label will rate tannins, flavor and acidity, but nowhere on the labels, apparently, will be be any information on trifling little things like the vintage, grape varietal or even where the grapes came from.
The magazine calls the new marketing initiative “another example of the trend of introducing the masses to experiences typically reserved for the wealthy. In this case, the job of the white-table cloth sommelier is done for you.”
Huh?
(Sigh) I must be a total wine geek to actually think those pesky little details such as grape, vintage, and place of birth actually matter. And about this “wealthy” crack — have these clowns taken a look at my bank account?
But hey, talk about total freedom for the winemakers: They could put ANY kind of grape juice from ANY vintage from ANYplace in the world, and no worries, mate — it’s all good.
Or at least, it all loves pizza.
Cheers!
Mark Fisher
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